New!Food & DrinkJul. 14, 2024

COCA-COLA – Scoring Big at UEFA Euro 2024

Driving Fan Engagement and Sales through Dynamic Retail Media

background

Coca-Cola, a global leader in the beverage industry, is renowned for its iconic brand, innovative marketing, and deep connection with sporting events worldwide. As a long-standing sponsor of major football tournaments, Coca-Cola consistently leverages these moments to engage fans and drive in-store activity.

For UEFA Euro 2024, Coca-Cola Europacific Partners teamed up with DIA Supermercados, Group M, and Nateevo to create a retail media campaign designed to capture the excitement of the tournament and connect with consumers at the point of purchase.

Distribuidora Internacional de Alimentación, S.A. (DIA) is a Spanish multinational discount supermarket chain founded in 1979. At the end of 2023 it had 3,956 stores, of which 2,318 in Spain, 1,048 in Argentina and 590 in Brazil with approximately 28,500 employees and a turnover of 8.9 billion euros. Dia also markets up to 7,500 Dia branded products internationally

objective

The campaign aimed to boost awareness and sales of Coca-Cola products during the UEFA Euro 2024 by engaging football fans online and driving them to a dedicated Coca-Cola landing page within the DIA Supermarkets website. The goal was to maximize user interaction and conversion by aligning campaign messaging with the live tournament schedule and match excitement.

solution

Utilizing Cavai’s advertising technology, the team launched both off-site and on-site campaigns featuring a variety of creative formats. These creatives dynamically updated in real-time with match information via a live data feed, ensuring relevance and timeliness. All ads directed users to a Coca-Cola landing page hosted on the DIA Supermarkets website, seamlessly connecting digital engagement with retail opportunities.

The campaign ran from June 7, just before the tournament kickoff, through July 14, the day of the final, capitalizing on heightened fan anticipation and engagement throughout the event.

result

The campaign delivered strong engagement, especially as excitement built before each match:

  • 0.38% - CTR Off-site DIA
  • 0.09–0.25% - CTR Off-site Benchmark (Retail)
  • 0.05–0.10% - CTR Off-site Benchmark (Open Programmatic)

It outperformed standard retail and open programmatic benchmarks significantly, highlighting the effectiveness of dynamic, event-driven retail media in driving both interaction and conversion during major sporting events

We won the Retail Media Award for this campaign!

Results

0.38%

CTR (DIA)

0.25%

CTR (Retail)

0.10%

CTR (Programmatic)

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